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Wednesday, 15 June 2005

The IPKat found this on worldscreen.com: McDonald’s Corporation has named DIC Entertainment as its worldwide licensing agent for active play toys, entertainment and apparel, among other products, for its McKids brand. This brand is intended to promote active lifestyles for children through a range of products, including toys, videos/DVDs, bikes, skateboards, scooters and an entire line of clothing and accessories. McDonald’s and DIC will also launch clothing for young adults, to be introduced at specialty shops late in 2005, featuring some of McDonald’s most memorable ad themes and vintage logos. In spring 2006, a new McKids video series will be launched in partnership with Warner Home Video to further promote fitness and activity. DIC is planning to open new offices in the U.S., Europe, Asia and Latin America exclusively dedicated to the McDonald’s brands.

Will the supersaturation of Western society by McKids put an end to all meaningful competition?

According to Larry Light, McDonald’s global chief marketing officer:

“Our McKids line ... will be top quality, safety tested, innovative, cool products at a great value for families. The partnership with DIC will help us bring this concept to life in exciting ways designed to help make fitness fun.”

The IPKat cringes at the thought of this rampant brand-led lifestyle conformity. Now young children can eat, drink, live and wear McDonald's; when tired out by their exertions they can slump in front of a TV and watch their favourite McDonald's ads. But why should consumers swallow this when McDonald's was telling them to swallow quite something different not very long ago?

Evidence that the war on McKids is already underway

The Incredible World of DIC hereOther clients of DIC here, here and here [adults should not click these links unless they have strong stomachs or are accompanied by a small child]

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